Abba+Takes+a+Chance+on+Experiential+Entertainment+With+Music+Party
Saturday, 10 October 2015 - 21:57
Abba Takes a Chance on Experiential Entertainment With Music Party
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Early next year, a new entertainment property opens in Stockholm. If successful, it could soon be coming to New York and Las Vegas as the next big international hit for Sweden's biggest music export: Abba.

"Mamma Mia! The Party" is an immersive experience masterminded by Abba's Björn Ulvaeus and a brand extension of the famous musical and movie.

However, “Mamma Mia! The Party" is not an interactive version of the well-known musical and film. It is instead, a four-hour interactive "party" with a whole new story, based on a Greek taverna owner on the island where the movie was filmed.

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